PENGARUH ENTERTAINMENT VALUE, INFORMATIONAL VALUE, DAN ECONOMIC VALUE TERHADAP IMPULSE BUYING TENDENCY PADA PENGGUNA E-COMMERCE SHOPEE DENGAN SALES PRONENESS SEBAGAI VARIABEL MODERASI

Abstrak

This study examines the influence of Entertainment Value, Informational Value, and Economic Value on Impulse Buying Tendency among Shopee E-Commerce Users, with Sales Proneness as a Moderating Variable. The study was conducted using a quantitative associative approach. Sampling was carried out using non-probability sampling techniques, specifically incidental sampling, through the distribution of questionnaires to 160 respondents. The analysis model utilized the PLS-SEM (Partial Least Square - Structural Equation Modelling) method and was processed using the SmartPLS version 3.2.9 program. The results of the study indicate that entertainment value, informational value, and economic value have a positive and significant effect on impulse buying tendency. Meanwhile, the sales proneness variable was found to weaken the influence of these three values on impulse buying tendency. This means that the influence of entertainment value, informational value, and economic value in driving impulse buying tendency tends to decrease among consumers with high sales proneness levels.

Penelitian ini menguji pengaruh Entertainment Value, Informational Value, dan Economic Value terhadap Impulse Buying Tendency pada Pengguna E-Commerce Shopee dengan Sales Proneness Sebagai Variabel Moderasi. Penelitian dilakukan dengan metode kuantitatif pendekatan asosiatif. Pengambilan sampel menggunakan teknik non-probability sampling dengan jenis sampling insidental melalui penyebaran kuesioner kepada 160 responden. Model analisis dalam menggunakan metode PLS-SEM (Partial Least Square - Structural Equation Modelling) dan diolah menggunakan program SmartPLS version 3.2.9. Hasil penelitian menunjukkan bahwa entertainment value, informational value, dan economic value berpengaruh positif dan signifikan terhadap impulse buying tendency. Sementara itu, variabel sales proneness terbukti memperlemah pengaruh ketiga nilai tersebut terhadap impulse buying tendency. Artinya, pengaruh entertainment value, informational value, dan economic value dalam mendorong impulse buying tendency cenderung menurun pada konsumen dengan tingkat sales proneness yang tinggi.